HubSpot Ideas


A "non form" option in Lead Flows

I would like to add a Lead Flow to my page, but don't want to have my visitors fill in their email addresses. Can you make this optional (even recommended) instead or required?

HubSpot Updates
April 19, 2021 07:13 AM

Hi Melissa, many thanks for this, I just sent you a DM.

April 19, 2021 05:23 AM

Hello HubSpot Community,


I’m reaching out to you on this post again as we’re currently looking to build out this functionality beyond the simple solution that we put in place in 2020. I’d be really interested in hearing more about your use cases and generally finding out how you are currently using pop ups and CTAs, what’s working for you and what’s not working. Please DM me if you’re interested in sharing your feedback and jumping on a quick 30 min call with myself and the team.




January 27, 2020 07:49 AM

Hi all,


Just to update everyone on this thread. The basic solution that allows you to create a simple pop-up without a form is now available in all portals. In order to set it up, go to Forms--> Pop-up form --> Callout step. There, you can choose for the button to link to a page, file download, meeting link etc.

We are planning to start working on a dedicated feature for these pop-ups soon.


Kind regards,


December 20, 2019 03:19 AM

Hi all, Tom here from the forms team. I just wanted to give everyone insight into what they will see when they are ungated for this as it may be easy to miss. 


When creating a pop-up form, on the "callout" page you will see a new option at the bottom. In here you can select what the form button should link to. If you select any option other than "Form Step" the form options will be disabled and you will be able to directly link the button to your chosen link:





I would also like to note that we do have to manually ungate customers for this feature. We do this very frequently but please do allow some time to see this feature in your portal. You will not see this immediately and may take up to a week for us to ungate everyone. With the holiday period upon us this will take a longer period of time so please allow for this after submitting the form.

Hope this helps! Thanks everyone for all the feedback! 

In Beta
September 06, 2019 06:47 AM

September 06, 2019 06:46 AM

Hi all,


Again -- thank you so much for your patience with this feature. 


At last, it is now in Beta and if you are interested in participating, please fill out this form and we’ll be in touch with more details next week:


(Thanks to those who already filled in the form - we have your details and will be contatcing you with more details)

August 26, 2019 11:02 AM

Hi everyone, thanks for all the feedback on this. 

I first want to apologise for the further delay in releasing this new feature. As previously mentioned there was some underlying work which needed to be resolved prior to this being built out. This went on for longer than anticipated and is the reason for this being pushed back beyond the original Q2 planned release date. 


I do want to stress that we do have this forefront of our mind on our roadmap and we are still working on this as a matter of priority. I completely understand the frustration with the delay on this but want to let everyone know that this is not being forgotten about and your feedback is very much heard by the forms team here. 


Our aim for this is to not deliver something underwhelming. We plan on delivering a more fleshed out feature set for pop-ups that’s more than just the current pop-up forms without a form. We have been working towards this but due to other underlying issues and the complexity of this we have missed our previously mentioned release date for this. 


In the meantime, we have started to work on a much quicker solution for customers who wish to simply have Pop-up forms without the forms as initially requested. We hope to have this as an intermediary beta feature within the next 2-4 weeks.


If you are interested in participating in a beta please fill out this form and we’ll be in touch with more details very shortly:


Again, my sincerest apologies for the delay on both our updates here and the release of this feature. Thank you all again for your patience on this and for continuing to help us build a better product. 




May 13, 2019 05:25 AM

Hi HubSpot Community,

Thanks for your further thoughts and comments - I just wanted to say that we really do care about working on what our customers need the most and it's clear that this is really important to you all. I can assure you that we are actively working on this update and I'm sorry that it won't be available as early as I'd originally estimated. The reason for this is that we've had to focus on getting some of the underlying work right before being able to release this.  I'll update this thread again as soon as I have a more tangible timeline. 

May 09, 2019 10:22 AM

Hi HubSpot Community,

Thank you for your continued feedback and apologies for not getting back to this post earlier. I appreciate you sharing your thoughts and I understand this is a request that many users would benefit from. The update that I have at the moment is that we’ve started working on this feature and are still planning to make it available to our customers this year, however at the moment we’re focusing on a few updates to our existing feature set that we need to complete first. While there isn’t a more specific timeline at this time, I will update this thread as soon as I have a more tangible timeline, or any updates at all.




February 12, 2019 03:08 AM

Hi there,

We're currently in the process of planning the work on this feature and would like to better understand the extact use cases and requirements for this. We'd love to hear your feedback and thoughts around it. Please DM me your details if you're interested in chatting to myself and the team about what you need from this feature - it would involve a quick, 30 min Zoom call with us. 

Re: A "non form" option in Lead Flows - changed to: In Planning
January 15, 2019 08:05 AM

Hi all, 

I'm Dom, PM on the Forms team. First off, my apologies for previously not giving this post the attention it needs. I'd like to confirm that having chatted extensively about this idea on the team we've now decided to add it to our roadmap. We’re going to start working on allowing our customers to set up a pop-up without a form shortly, and aiming to have this available for Q2.

January 09, 2019 01:33 AM

Hi everyone, thanks for all the feedback on this! I want to say we are in absolutely no way dismissing this or the demand for this. Obviously our users are the most important aspect considered when updating our software so your feedback is always taken on board and the most important consideration made to any product updates. 


I want to stress that this is "currently not planned" and in no way a "won't do". We are leaning in to unifying forms experiences across the tools and improving conversion optimisation options on our current roadmap. This request will stay on our radar and is definitely something we are still considering. Where this tool lives and how this functionality will live within HubSpot is something that is currently is discussion, but for the moment this update to the pop-up forms is not currently in planning. This will stay opened to upvote and comment on as monitoring the demand for this is important to us and we will post here if we have any further updates to this and if we begin planning stages on a tool to provide a pop-up CTA only modal.  

Re: A "non form" option in Lead Flows - changed to: Not Currently Planned
January 08, 2019 03:19 AM

We've recently renamed Lead Flows to "Pop-Up forms" as part of a greater unification of HubSpot's forms tools. We're focusing on form and optimisation features for this tool with our current roadmap. As a "Non-Form" option wouldn't fit into a "Pop-Up Form" tool, we do not have any current plans to allow the removal of forms from this. We may explore a feature like this within another tool in the future but currently have no plans to implement this. 

Idea Submitted
September 20, 2017 09:07 AM

Needs Detail
April 04, 2017 04:26 AM

@Roeleke, thanks for the feedback and the idea! Can I ask the use case for the above request? From what I understand, if the Form aspect is removed, you basically have a CTA. You can create a slide in CTA for your COS pages using some of your resources here.


UPDATE: The product manager of this team has posted an update to this feature request, click here for details:

156 Replies

Please make this happen!

Member | Elite Partner

If HubSpot could make this feature available, it would be GREAT!

Participant | Platinum Partner

Agreed. This would be a great feature. 

HubSpot Employee

I have a customer looking for this functionality as well - we see it on our own pages, here


I can see where it would be helpful if you're looking to lead a visitor to another page to give them more information, and you don't need to capture them at the lead flow point. Searching internally this seems to be highly requested. 


@mmcdonough - thank you for your reply.  I've read the linked article several times.


Several HubSpot team members have posted that link in response to people requesting a form-less lead flow option.  Yes, I can see HubSpot has created a nice slide-in to direct people to a landing page.   Now, when will HubSpot give us the capacity to do exactly as this slide-in does?

Screen Shot 2018-12-03 at 2.04.33 PM.png


We're already a paying customer. Yet when I create a CTA, the email form is required.   We don't want to force our visitors to enter their email address.  We want to direct visitors to a landing page from the lead-flow pop-up or slide-in.   


What am I missing here?




Please make this a feature. It would be great to publicize important announcements (e.g., check out our new products and services; or hey, we acquired a company and it's kind of a big deal, read about it here) without having to require an email address. I simply want to direct them to another page. From what I understand, the CTA does not cut it in this case. 


Please develop the lead flows further. Things I'd like to see:


  • More styling options
  • Increase/remove 1000 char limit on follow-up emails
  • Remove mandatory E-mail field
  • Increase maximum number of form items (more than 4)
Participant | Diamond Partner

The form needs to be optional! Any update when/if this functionality will be added?


So Hubspot changed the name to "pop up forms" but didn't have one product update besides the name? This would have been a great feature to add, doesn't seem too difficult, just make it so there's no required field to enter!


The original post was made 2 years ago, and there are a ton of upvotes, are you going to introduce this at some point? It would be very useful.

HubSpot Product Team
HubSpot Product Team

We've recently renamed Lead Flows to "Pop-Up forms" as part of a greater unification of HubSpot's forms tools. We're focusing on form and optimisation features for this tool with our current roadmap. As a "Non-Form" option wouldn't fit into a "Pop-Up Form" tool, we do not have any current plans to allow the removal of forms from this. We may explore a feature like this within another tool in the future but currently have no plans to implement this. 


This is a little absurd. For two years customers have been requesting this simple pop-up, something HubSpot uses on its own website. HubSpot's response? "Nope!"  What is the reasoning in that? At this point no one cares what it's called; we just want the feature.

Participant | Platinum Partner

Bummer of a response. There's clearly the demand for this feature and yet it's not being addressed?


This is ridiculous. You already have the product built, just make it a little more flexible.


Dear Hubspot- this response to this request is extremely dissapointing. Popups are part of nearly every big website- no matter if it is a merchant site or informationational site. I ask that you please review this thread of requests and upvotes and see that this is a feature your users are asking for to be more productive and effective in what they do every day. I don't see how the "change" of renaming a form has any true effect on us, the user. The pain that is being felt by those of us who want to promote products with a popup is there. Please create this feature. 


That response is utterly ridiculous. What happened to keeping customers happy a la flywheel? You have 8 pages of customers BEGGING for this feature, perhaps you should try some customer delight for a change, HubSpot. 

Participant | Partner

I don't need to add more to the disappointment voiced here other than to say that I mostly agree with it.


This should be a feature. I would be very surprised if most HubSpot employees today weren't on a news or product site they liked where a pop-up opens (from the middle, bottom, or top, etc.) to alert them to some news or a sale etc., and they simply closed it and moved on or clicked a CTA to access the sale.


I was buying plane tickets last night and this exact thing happened to me and I immediately thought it would be good for HubSpot to have.


My idea for the fact that there are "currently have no plans to implement this" would be that perhaps there should be.

Member | Elite Partner

I second these comments! 


Well in that case, we've recently renamed "Pop-Up forms" to "User Interest Notification" as part of a greater unification of our website experience. We're focusing on website traffic control and flow within our website with our current roadmap. As the "user interest notification" option doesn't fit into the "Pop-Up Form" tool, we will not have any current plans to use Hubspot's "Pop Up Forms" tool until it better suits our needs. 


I don't understand what is the problem of making it available to us.

It's not a complicated coding problem so why not giving to your clients something they want?

What's the point?